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Top MBA Schools Taking to Social Media Channels

June 25, 2012

Virtually all of the nation's top MBA schools are using popular social media channels to promote their programs and recruit students, according to a study by the Center for Marketing Research (CMR) at the University of Massachusetts at Dartmouth.

Moreover, 82% of the MBA schools surveyed plan to increase their investment in social media over the next year, and all agree that social marketing is worth the investment.

Below, additional findings from the report titled "The Missing Link in Social Media Use Among Top MBA Programs: Tracking Prospects," conducted by the University of Massachusetts Dartmouth CMR, based on the 2012 US News Best Business Schools Rankings.

Among some 70 US schools studied, 100% use at least one social media platform or tool to promote their programs. Facebook enjoys 100% penetration among the top schools, followed by Twitter with 96%, LinkedIn with 87%, and YouTube with 77%.

Nearly three-quarters (74%) of MBA schools maintain a blog, whereas only 30% use Flickr, 16% use Google+, 14% use mobile apps, and 13% use Foursquare.

Effectiveness of Channels

Asked which social media tools they view as most effective, MBA schools rank Facebook as No. 1 (83%). Apart from Facebook, adoption levels don't necessarily correlate with perceived effectiveness. For example, downloadable mobile apps are rated as the second most effective promotional tool, though only 16% of schools use the mobile tools.

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